The Self-Serve CTV Mirage: Why Simplicity Isnât Always a Solution
Connected TV (CTV) has quickly become a centerpiece of modern advertising, especially for brands seeking performance at scale. The promise is tantalizing: premium TV content, streamed across devices, delivered with the targeting precision of digital platforms. But as new self-serve platforms race to capitalize on this momentum, a fundamental question arises: Are these tools truly delivering value, or just offering a simplified illusion of success?